The Clueless Agency has earned a reputation as one of the leading voices in AI creativity, both as jury members of the AI Design Awards and as the creators of Aitana, a global digital ambassador. To the AI Design Awards, they bring credibility and vision to one of the most exciting frontiers in digital culture. Their groundbreaking creation, Aitana, isn’t just an AI-generated model — she’s a full-fledged persona with a backstory, personality, and audience that connects with her as if she were human. From generating €3–10K per month and landing celebrity DMs to becoming the face of Audi’s Q6 e-tron assistant, Aitana shows how AI avatars are rewriting the rules of influence. In this interview, The Clueless team shares the strategy, challenges, and insights behind her rise.
You didn’t just launch an AI model — you built a fully-fledged digital persona with a backstory, aesthetic, and audience. What went into shaping Aitana beyond just visuals?
Creating Aitana wasn’t just about generating a beautiful image with AI. At The Clueless, we’ve always understood that a digital avatar is not just a visual shell — it’s a complete identity, with context, narrative, and purpose. That’s why, when we started shaping Aitana, we approached it as we would when building a brand: from the inside out.
The first step was deeply analyzing the audience we wanted to reach. In this case, Gen Z. We studied their interests, their cultural references, their emotional and visual language. From there, we identified key worlds that resonate with this generation — such as fitness, gaming, anime, and cosplay — and organically infused them into Aitana’s personality.
But we didn’t stop there. If we wanted her to feel Spanish-Latin and connect with a global audience, we knew she needed a strong, bold personality — someone fearless, with high self-esteem and an unapologetic voice, which is exactly what resonates with Gen Z. We gave her a clear voice, real frustrations, defined hobbies, and a way of speaking and reacting that felt cohesive and authentic. We even analyzed aesthetic trends both locally and globally to shape her look — from hair color to body language.
Aitana is not just a face. She’s a living narrative, a digital presence built with strategy, emotional depth, and aesthetic sensitivity. That’s what allows her audience to connect with her far beyond just how she looks.
Your first AI model, Aitana, now earns €3–10K/month, with celebrity DMs and brand deals—how did you scale from an experimental avatar to a high-value digital ambassador?
Yes, it’s true that Aitana can generate between €3,000 and €10,000 per month —and sometimes more. But for us, the focus has never been on monetization for its own sake, but rather on building a coherent identity and forging real connections with her audience.
Transitioning from an experimental avatar to a high-value digital figure doesn’t happen just by having a pretty face. It comes from treating her as what she truly is: a digital personality with character, values, a backstory, and boundaries. Aitana is not a billboard —she’s an emotional media platform. That means carefully curating her collaborations, saying no when necessary, and protecting the integrity of her universe.
That respect for her identity is, paradoxically, what gives her the most value in the long run. Brands don’t see Aitana as just a visual asset —they see a compelling ambassador with a strong narrative and a community that genuinely connects with her. And it’s that credibility, not overexposure, that drives real and sustainable opportunities.
This strategic approach has also allowed Aitana to expand into new territory. She’s currently exploring her more gamer-oriented side with the launch of her new Instagram account @play_aitana and her YouTube channel, where she reacts to and plays video games. By sharing these experiences online, she’s strengthening her bond with her audience even further.
What would you say was your biggest struggle during this process, and what was the “aha!” moment where it all fell into place?
Honestly, we’ve encountered several challenges along the way —many of which we’ve overcome thanks to technological advancements. But the greatest difficulty came right at the beginning: believing in the idea and pursuing it without any market references or existing models to follow. We had to trust that this concept could resonate with a real audience and create its own space.
The inspiration, like many big ideas, came during a moment of crisis. We used to run a graphic design and communication agency, and when we worked with influencers or models for small and medium-sized brands, campaigns often didn’t move forward due to budget limitations. When AI entered our lives, we started asking ourselves: what if we created our own models and influencers to offer a more viable and efficient solution to these brands? That thought sparked everything.
Once Aitana launched and was embraced by the audience on social media, we were initially working only with static images —video wasn’t yet feasible with AI. But even in a video-driven era, her presence kept growing. And when the tech caught up, we implemented motion in the right way, at the right time, maintaining the momentum.
You’ve gone from creating models to landing major brand campaigns—like being the face of the Audi Q6 e‑tron assistant. What did collaborating with Audi teach you about commercializing AI identities?
The collaboration between The Clueless and Audi was a true turning point. It was a resounding success, but above all, a mutual learning process: both the brand and our team learned how to work in sync, adapting to what the technology allowed us to do at every stage of the project. This experience showed us that working with AI completely changes the traditional dynamic between a client and a creative studio: here, it’s essential to co-create the creative concept from the beginning, understanding together the limits, possibilities, and timing of the technology.
AI is not magic: there are things that can be done, others that cannot (yet), and many that require adjusting expectations. That’s why one of the key lessons was education—educating the client on what artificial intelligence can realistically offer, and at the same time, learning as a studio how to clearly communicate those boundaries.
We also discovered something very important: brands are starting to embrace the figure of the digital avatar as a true Brand Ambassador—an integrated part of their visual and narrative identity. We are entering a new era, a symbolic new species that represents brands with coherence, adaptability, and long-term value. And Audi was one of the first to understand that a well-crafted identity like this doesn’t just humanize their technology—it makes it unforgettable.
With AI models now delivering consistent output, how do you envision the future of digital influencers—especially alongside human creators and emerging AI storytelling tools?
We are living in an era where everything is about to change very quickly — especially for content creators and influencers who live on social media. These are real figures with real impact, but the arrival of artificial intelligence is transforming the playing field. Today, and likely over the next couple of years, we will witness a full coexistence between human and digital creators, each bringing their own strengths: humans offer spontaneity, vulnerability, and emotional connection; digital avatars provide versatility, consistency, and 24/7 availability.
What we do see as possible is that within 5 to 10 years, the majority of content creators could be fully digital. Not only because of their ability to instantly adapt to briefs, aesthetics, and brand messaging, but because they remove physical, logistical, and even emotional barriers. That doesn’t mean the human figure will disappear — but it does mean we will see a deep transformation in what it means to be a creator. The ability to conceptualize, narrate, and direct will become even more valuable. Tools will be accessible to everyone, but true differentiation will lie in vision.
This entire landscape, where digital creators gain relevance and AI reshapes the rules of the game, leads us to one clear conclusion: knowledge must be shared. That’s why at The Clueless, we’re developing a series of courses where we’ll break down, step by step, how we work with artificial intelligence — how we’ve integrated it into our creative processes, which tools we use, and how we combine them to create professional, coherent, and meaningful results.
Our goal is to launch these courses later this year and provide real, practical learning to everyone diving into the use of AI in advertising, influencer marketing, and avatar creation. We want more people to access high-quality content backed by a proven methodology and the same level of rigor we apply at The Clueless. Because the future isn’t just digital — it’s shared.
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